Major consumer internet and financial services companies are also highly motivated, as they see a path to greater advertising and promotion-based revenue if they can demonstrate more marketing value through closing the loop.

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The Toyota event is "great for the Digg brand because it credentializes the platform and gives them news value, " says Adam Hanft, a brand strategist with New York-based marketing firm Hanft Projects.

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AgilOne is a cloud-based analytics company whose mission is to help other companies get more value out of their customers and their marketing spend through the use of machine learning algorithms.

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